Smaller and Smaller Circles: The Focus on Hyperlocal Marketing

People are growing more dependent on mobile phones to accomplish daily tasks. In fact, a study by Google and Ipsos, a global market research firm, reveals that 91% of mobile users consult smartphones in the middle of a task to complete it. Meanwhile, around 84% say they turn to their phones while making a purchase decision in a store.

Experts call these micro-moments — instances when people turn to their devices instinctively to learn, watch, or buy something. In micro-moments, users have an urgent need that Google has to fulfill quickly. They’re determined to act on something — whether it’s purchasing apparel or eating at a pizza parlor. Businesses who want to earn more, therefore, have to be visible and accessible in these instances.

Brands need to invest in hyperlocal marketing if they want to take advantage of these micro-moments. As a leading provider of SEO services in Denver, Third Stage Marketing can attest to the power of this strategy in boosting a company’s rankings and earning potential.

Hyperlocal Marketing vs. Local SEO

Traditional SEO encompasses wide areas like cities, districts, and regions. Hyperlocal marketing, in contrast, targets customers in highly specific areas, such as neighborhoods, towns, streets, and even spots near landmarks. The primary objective of this optimization strategy is to drive foot traffic to brick-and-mortar stores.

Hyperlocal marketing also caters to people who conduct “near me” searches on mobile devices. This is advantageous to businesses, as near-me searches have a strong commercial intent and have been on the rise. Google says search queries containing “nearby” and “near me” doubled in 2015 alone. And the search engine giant has acted on this trend — it has reduced the number of pages offered for Google Maps search results, suggesting that it narrows results down to smaller geographic areas.

As hyperlocal marketing gains traction in the digital arena, businesses that focus on smaller areas could reap many benefits. Search Engine Land, a leading resource on digital marketing, says that this is essential to entrepreneurial success for the coming years.

Optimizing for Hyperlocal Marketing

Businesses can employ a number of methods to secure a top spot during micro-moments and in near-me search results. One of these is a comprehensive Google My Business listing. This, after all, is where Google gets much of its information. A good listing increases the chances of appearing in the organic results, the Local Finder, and Google Maps.

The on-site content should also focus on hyperlocal keywords. For instance, instead of focusing on the keyword “Brooklyn Pizza,” your business can concentrate on “Park Slope Pizza” or “Williamsburg Pizza.” You can also use a well-known landmark nearby as a reference point.

Customer reviews and testimonials are helpful in hyperlocal marketing, too. Reviews, after all, are one of Google’s most important ranking signals; Moz’s 2017 Local Search Ranking Factors reveals that reviews account for 13% of Google’s decision to display results in the Local Pack and Finder and 7% in organic results. Additionally, a person within a micro-moment would likely choose a business that has stellar reviews.

Creating a Hyperlocal Marketing Campaign

Businesses have a wide array of options to boost their hyperlocal targeting. Such techniques, however, can be time-consuming, especially if you have a business to run.

Leave the nitty-gritty of hyperlocal marketing to Third Stage Marketing. We have years of experience managing SEO campaigns, so we know how to harness the power of hyperlocal marketing. Moreover, we discuss marketing goals with clients thoroughly, manage their campaigns effectively, and bring them more profits.

Let’s talk about your digital marketing campaign. Contact us to schedule an appointment.